예술마케팅분야 연구동향에 관한 계량서지학적 분석

Abstract

The role of marketing in the area of art has multilateral influence upon all the areas and its academic system expands to a variety of areas, but interdisciplinary studies on the area of art marketing are far insufficient for the present. Under the situation that the area of art marketing develops and forms its unique study areas and theories as a science, to examine the current status of academic activities, carried out so far, seems to be very important in predicting its scientific status and developmental direction in the future. In this study, the trend of study on the area of art marketing was examined via bibliometric analysis and the changing phenomena of studies was traced by classifying the contents of studies carried out so far by years. For this, the conception and characteristic of art marketing was examined. And based on study findings, the developmental course of art marketing was looked into by its genres and patterns, together with art marketing's relationship with marketing mix factors and marketing pattern-oriented developmental trends were examined, thus presenting suggestions.